Hermès Birkin designers finally break their silence on TikTok viral $80 ‘Birkin’ bag trend
Hermès’ annual results were released on Friday, and during the tradition-steeped fashion house’s earnings call, Dumas finally spoke about the Wirkin trend that took over TikTok last year. To everyone’s surprise, Dumas was irritated by the lookalikes — in fact, he thinks it’s stealing creative ideas from the brand.
“It’s funny, I’ve been asked about Wirkins, and the Wirkin,” Dumas said. “And look, it’s very flattering, it’s a big compliment to see that people are inspired by Hermès, and that they want to have Hermès-like products.” That said, Dumas was sure to note that Wirkins aren’t exactly a compliment to the brand either. “But they don’t copy, they don’t copy; they steal,” he said. “And that’s very important to understand that because there’s a difference between being inspired and stealing.”
When asked about the impact of the trend, Dumas doubled down on his criticism, saying, “The people who steal, they steal the creative ideas.” While Hermès has made its fair share of collaborations with other brands — Karlie Kloss and Nike are two examples — Dumas was quick to clarify that not every collab is made public. Hermès does Wirkins see as competition, even if they steal creative ideas? “I don’t see them as competition,” Dumas said. “I see them as a very, very crude copy.”
While Dumas seemed annoyed by the trend, he did also see it as a compliment. “When you’re flattered, well, you’re flattered,” he said. “And I think it’s a big compliment to see people looking at Hermès as, well, Hermès is the best. So we’ll assume it’s a big compliment.”
In a past interview, fashion expert Eric Wilson told Newsweek that the fact people were willing to pay a quarter of the Birkin’s retail price for the dupe is a compliment to the Birkin’s staying power. “The Birkin is one of the most iconic bags in the world,” Wilson said. “I think it’s a very sophisticated, classic design. And it’s very simple, but it’s very elegant.” The name of the luxury bag is a tribute to actress Jane Birkin, who reportedly came up with the design after sitting next to her on a flight. “She’s a very simple, classic design,” Wilson continued. “And I think that it’s stood the test of time because it’s not trendy.”
